Optimize or what to do if the site is in ruins

It happens sometimes, we perform diagnostics of the website, find loads of errors for the customer, by correcting which you can double the conversion and hear in response: “Well, it was so clear”. Or the other variant… analytics is done, recommendations are accepted and unobjectionable. However, half a year passes, and not a single line is changed on the site, not a button.  

Why is it so, and how can we achieve the real results in the process of optimization? Let us try to answer.

Problem #1. I know what to do, how to do … but I don’t do it.

Most often the root of the problem is in one simple concept – it is “not budgeted”. This can be applied both to big corporations and small businesses. Only the scales and content of budgets are individual.

Before the work on site optimization starts (and still better at the stage of its creation) you should understand that:

Get lost in the search results?

Let Promodo experts help your website index better by optimising your pages, improving your content, and enhancing your linking strategy.

By clicking this button you agree to our terms & conditions

а) the process of improvements on the site must be permanent. If you want the website to bring money regularly, you must spend them with the same regularity: for personnel salaries, for attracting visitors, for experts’ services. And the more complex system you build the more resources it will require subsequently.

If the task is typical, then inexpensive site template might suit well. It is easy to work with it, and the money you will save can be given to quality attraction and copywriting.

б) improvements require time, including the time of the head of the company. Many executives perceive the website as a showcase of personal achievements, so any change is made only after the detailed agreements. It comes down even to the situation when the executive decides whether the picture should be cropped or it should stay as it is.

Extra coordination prevents the optimization process. The implementer is to decide if the changes are reasonable based on the analytics data, A/B-testing and other tools, more objective than personal taste. A person responsible for internet marketing in the company must have the enough level of authority to bring necessary changes within budget independently.

One more advice: when the time is limited the best variant is “it works alright”. You shouldn’t strive for the ideal if it slows down the website launch or implementation of vital changes. Also you should avoid temporary caps, blank pages and “texts of sorts”. They make an illusion that the tool is available when it is not efficient and steal much time for reworking afterwards.

в) priorities in the company can change, but it is not the reason to put internet-marketing away. It happens: first the company allocates manpower and resources to create internet-presence, and then, before the results appear, switches to a new activity. The work is in full swing with little effect.

At the same time internet-marketing favorably differs from traditional marketing by the fact that when implemented correctly, some necessary actions give a fast and measurable result.

Don’t be lazy to calculate the profit which can bring you, for example, increase of site traffic or more clicks in selling letters from 3,25 to 4,5%. With figures in your hands you will see optimization of internet marketing as a highly profitable investment.

Problem #2. I know what to do, but I don’t know where to start.

One more problem is incorrect prioritization during optimization. Looking at most sites you virtually at once have a number of variants to optimize them – starting from image quality to the forms’ performance. How can the limited resources be distributed among them correctly?

I offer to use Eisenhower matrix. Only instead of criteria Importance/Urgency the tasks should be divided by Importance/Complexity.

“Complexity” in this context means the resources necessary to solve the tasks (time, finance, labor).

Not complicated tasks can be solved in a couple of hours by one person (correction of the texts, planned analytical report, reworking of the form, allocation of images, writing news or posts in the blog etc.).

Complicated tasks suggest allocation of special budget and work with the contractor, collecting a lot of information or long time period from formulation of the problem to implementation.

“Importance” is projected short-term and long-term effects, i.e. the degree of the change of the site conversion by the main target actions after the changes are implemented. Each task included in the complex of important changes automatically becomes important.

As the result each comment on how the website works (regardless what source it came from) can be included in such table.

The tasks of the first and (if possible) the third categories comprise the day-to-day work of the person who is in charge of internet-marketing. The tasks of the second category are included in the project plan for implementation and are additionally detailed and budgeted. The fourth category is for all “wants”, which won’t influence the website conversion but can be interesting for the company in the future.

Problem #3. Something must be done, but what exactly?

The most complicated case. Most often it shows that in the company internet-marketing is conducted intuitively. Here reading more on this topic will help, thankfully, there are myriads of articles and books about internet marketing on the Internet.



Leave a Reply

Notify of

Recent posts

Call tracking with dynamic number insertion (DNI): how to track the ad source of inbound calls

March 12, 2021

When it comes to effective distribution of marketing budgets, eCommerce businesses that accept orders not only through the digital carts on the website but also through inbound calls, all face the same problem: the inability to see a unified picture of marketing channels that brought customers to their decision to purchase. Here call tracking tools Continue reading >

How to combat cart abandonment with UX: detecting common checkout mistakes of eCommerce brands

February 23, 2021

Online checkout stats shows that more than 80% of online customers abandon their shopping carts. Out of them, about 87% are going to finish their order later. We are not sure if businesses are ready to sacrifice and lose time waiting for those 87% to return and complete the checkout, that’s why in this article Continue reading >

Making the most of email marketing in the beauty industry | Case Study

January 29, 2021

How to engage your mailing subscribers to visit your website? What’s the optimal mailing frequency? How to increase your conversion rates with email marketing? These questions are frequently asked by marketers. The situation gets even more challenging when it comes to the subscribers of a well-known beauty brand. In this material, we share the email Continue reading >

How to market furniture: email, content and remarketing as parts of IKEA marketing strategy

January 28, 2021

Furniture marketing is peculiar for certain reasons. First is that for customers buying furniture this is often emotional and exciting. Second is that this process, when online can take time – there is no way to literally “try on” or test an item. And third is that quality furniture costs money, almost like a small Continue reading >

Let's get the ball rolling

Please fill in this short form and we will be in touch with you soon

For any questions [email protected]


+44 (0) 20 313 766 81
+44 7852 537715

The Terrace AT5,
Grantham Street,

+1 347 809 34 86

Las Vegas
Suite 100,
NV 89113

Roosikrantsi 2-K230,
Kesklinna linnaosa,
Harju maakond,
Tallinn 10119

CEE Ecommerce Report 2019

Based on the analytics data of 292 websites

enter correct name, please
enter correct e-mail, please

Optimize or what to do if the site is in ruins

start now

Start now